Promoting physical activity among youth through community-based prevention marketing

Area of Science:

• Public Health
• Social Marketing
• Community Interventions

Background:

• Community-based prevention marketing (CBPM) integrates community organizing with social marketing for public health interventions.
• A VERB Summer Scorecard program used CBPM to promote physical activity among tweens (ages 9-13).
• The program offered opportunities for youth to engage in new physical activities during summer months.

Purpose of the Study:

• To present the Community-based prevention marketing (CBPM) process and principles used to promote physical activity among tweens.
• To assess the effectiveness of a community-based physical activity program for youth.

Main Methods:

• The VERB Summer Scorecard program was implemented and monitored from 2004 to 2007.
• The 9-step Community-based prevention marketing (CBPM) framework guided the program.
• Program performance was evaluated using in-depth interviews and a school-based youth survey.

Main Results:

• The study presents the application of Community-based prevention marketing (CBPM) in a youth physical activity program.
• A marketing mindset, emphasizing fun and social aspects over health benefits, may reduce declines in youth physical activity.
• Promoting activities as enjoyable and social can encourage participation and skill development.

Conclusions:

• Community-based programs can supplement school-based initiatives to boost physical activity in tweens.
• These programs offer continuity and can enhance the reach of school-based prevention efforts.
• Sustained physical activity among youth can be achieved through integrated community and school strategies.